Hindustan Unilever Limited

RURAL MARKETS

Backdrops with rural markets towards FMCG sector

1. Lack of awareness
2. Economicaly poor
3. Out of reach for companies
4. Different attitudes and habits of consumers
5. Lesser population in each area
 HLL’s penetration through rural
markets
PROJECT STREAMLINE:
 Focused on rural distribution system,
 Targetted poorly developed places
 Appointed substockists
 Project BHARAT
Aimed at addressing issues of awarness
attitudes and habits.
 Was largest rural HOME-TO-HOME operation.
 Appointed company vans with professionals
to take campaign on their products
 Started follow up campaign called
INTEGRATED RURAL PROMOTION VAN
 PROJECT SHAKTI:
 Started in Andhra Pradesh, to create
partnership with consumers.
This was done by providing micro credit and
opprotunity to work as HLL’s distributors
Helped self-help groups, in turn increased
consumption rate by 25%
The project was further extended to states
like GJ, MH, MP.
 SWOT ANALYSIS
Strengths-
1. Strong brand portfolio, pricing strategies
& large product range.
2. Strong distribution network.
3. Solid base of the company.
4. Corporate social responsibility.
Weakness-
1.Strong competitors.
2.Low export level.
3.High price of some products.
4.High advertising costs.
Opportunities-
1.Large domestic market.
2.Untapped rural market.
3.Changing lifestyle of people.
4. Exploring foreign market.
Threats-
1.Tax & regulatory structure.
2.Slowdown in economy can have an
impact on market